Dash further said, “We cannot disclose the name of the brand as the name of the township is yet to be finalised. Everest Brand Solutions have got experience in the township category and understanding of the market, which caters to the bottom of the pyramid, that’s why we have chosen them as our creative partner.”

On winning the account, D Rajappa, President, Everest Brand Solutions, said, “This is a great opportunity to grow with the Tata Group. We are excited to work on the brand. We will be good creative partners and we will help the brand grow.”

Rajappa added, “We are working on a 360 degree initiative involving print, TVC, OOH and BTL activities. The campaigns will break next month.”

For the record, Alok Nanda & Company is handling the Tata Housing township projects in Delhi and Kolkata. O&M is handling the Group’s low cost housing project named Shubhgriya.